Heineken in Singapore is celebrating Christmas this year with the creation of a festive landmark powered by social media. Towering at 11 metres with 48 LCD screens all around, the Heineken Social Christmas Tree is designed to broadcast Christmas greetings exchanged on Facebook in the public space. Via the Facebook app, you can send your friends a festive greeting by tagging them on your customised virtual tree. After that, see your creation come to life as a digital visual showcase on the actual tree sculpture. A video recording of the broadcast will be sent to you and shared with your friends on Facebook as well. The Heineken Social Christmas Tree is now up at Clarke Quay Central Fountain from 17 – 26 December.
Singaporeans spend the most time out of any nationality on Facebook – at least 39 minutes a day. However, this coupled with a culture of extended working hours, has meant that although highly socially networked, they rarely to come together to celebrate in person.
Click on the image below to play the Heineken Social Christmas Tree video in YouTube (HD)
The Social Christmas Tree campaign was developed at Iris Worldwide, Singapore, by creative director Subha Naidu, deputy creative director Clarence Chiew, digital director David Brown, copywriter Selwyn Low, art directors Steven Jodistiro and Vincent Tay, working with architect/artist Edwin Cheong and Make Studios.